OUGD401: Lecture - Creative Advertising & New Media

Janine Sykes - Year Tutor - Creative Advertising

• Understand distinctions between mass and new media
• Consider shifts in aspects of advertising strategy
• Speculate the implication of NM on creativity

What is new Media

• 'media that work not through persuasion or impressions but through engagement and involvement'. (Sutherland, 2009)
• Need to break with a past media 'model'

Advertising Strategy

• Required speaking to the masses
• Global print campaigns
• Imagery of Britannia & Royalty suited all domestic and imperial markets
• High-feeling strategy (signs = patriotism & empire)

High Feeling Strategy Today

• Remember Reach Campaign (2010) AgencyTwoFifteen and AKQA
• Launch Film Birth of a Spartan - announce Reach Beta.
• 3 x Films prior and 4th film released after website debut
• doom planet films, 700 millii Spartans fight to end
• High-feeling strategy: loos, hope and remembrance
• audience involved emotionally, through website campaign. 
• http://rememberreach.com
• Each person becomes a dot of light, moulding the shapes of the spartans, becoming part of the sculpture.
• (creativity online)

Old and New communication Models

• Old transmission
• Transmit ideas to an audience
• New cybernetic
• Engage with an audience
• Via computer (mediated communication cmc)
• new mdi a based on… (ICTs) such as the internet and cell phones, invite us to think in exciting new ways about advertising, as an industry and communication process (Spurgeon, 2008)

Illustration

• The Kaiser Chefs' Bespoke Album Creation Experience (YouTube)
• In collaboration with Universal Music Group.
• Listen to 20 songs, choose 10 - make your own album.
• Marketed at £7.50, which you can advertise, and make £1 back when someone else buys your version of the album.
• Design your own cover.
• You get your own webpage.
• Designed to emotionally engage the audience

New Media Model

• Advertising & New Media (Spurgeon, 2008)
• Shift from Mass to My Media
• More targeted (mobile)
• Audience involvement:
• a) voluntarily passing viewing ads (virals)
• b) creating spoofs or filming events
• More personalised - sharing with your friends

Viral; unpaid Advertising

• Unpaid sponsor using the internet to persuade others to view content.

New Way of Communicating

• Virals (ads) becoming part of our conversations
• BMB after labour account
• May elections 2010
• Sent to Friend (Anti-Tory campaign YouTube)
• From talk about to walk with
• Trevor Beattie (BMB) Hello Boys & FCUK

Two Conversations

• Thee Little Pigs Viral 992
• Recession & Riots
• BBH
• Client is The Guardian
• TV & Print
• Celebration of NM itself; citizen journalism, open platform collaboration.
• Idea transform brand from newspaper to; global news hub.
• 'modern news is dynamic, participative' (Gonsalves, 2012) Head of Strategy, BBH London

Conversation three Invisible Children Campaign

• R4 ICC Congo WarLod Lubanga guilty 30 years
• March th released
• 3 days 26million views. 5th day, 63 million views
• Kony 2012 Campagin

Beattie The Big Creative Idea

• Internet biggest idea since the wheel
• Enables lots of small ideas to circulate
• 'the combination of a trillion littles ideas to form one big idea.

Viewer Generated Content

• Case-Study Coke-Mentos
• Viewer-generated advertising worth US $10 millions to Mentos 'more than half it's annual advertising budget.
• New Media threatens the top-down communication model
• Audiences are actively managing media culture.

Creating a Dialog

• Paul Burns (TBWA) 'talking with audience'
• 40 million Old Spice (Advert)
• Responding to a Tweet
• The making of Old Spice: copywriter & Art Director Craig Allen & Erik Kallman W & K.
• Released adjacent to the American Superbowl.
• Actor X-Footballer/superbowl player ran opine then TV.
• SEM (Search Engine Marketing) Keywords Superbowl

10 Reasons why this is the best time to be in advertising 

• An audience with Sir John Hegarty, 25.3.10
• No. 1 Agencies can innovate e.g NYC tourism campaign
• The idea NYC = street culture = street musicians
• Linked 2 campaigns "Oasis - Dig Out Your Soul" Getting Street Performers to play songs front their up-and-coming unreleased Album, Global distributions.
• Announcements made websites with Google Maps

The Third Screen

• Mobile phones will soon become the greatest tool for persuasion, more so than any other medium.

The Kairos Factor

• Fogg (2003) primarily due to their kairos fact:
• The principle of printing the desired message at the opportune moment
• Location
• Routine
• Task
• etc.

What is the impact of new media?

• On the advertising agency
• Industry debate
• Mashup 09
• "Structure the company to be social from the inside is necessary' Patrick (2009)
• Digital Creatives (third role)

Putting Brands In People's Hands

• No medium is dying eg.g Prit
• Media different role in a narrative
• Traditional announcements
• Levis Go forth beautifully crafted photography
• Wrangler jeans interactive site, like Remember Reach
• NM up-close and tactile

Levi's Go Forth Campaign

• Highly crafter film & photography
• Walk Whitman poetry
• Website
• Global Go Forth Campaign
• Wieden and Kennedy
• Launch film Facebook
• Cinema, then TV.

Future

• Illustrating the future Nike
• Give people tools - life enhancing
• Google and Facebook model
• Nike plus - how run record
• Nike Grid - training aid into 'game'
• London transformed game board position recorded & compared against others.
• Overlay of experiences